Augmented reality helps brands tell their story: MVFW 2023

cointelegraph.com:

The second annual Metaverse Fashion Week (MVFW) hit the virtual runway this year from March 28–31 via a collaboration between Spatial — a 3D social network platform — and Over, a blockchain-based augmented reality (AR) platform.

This year’s event saw over 60 brands, including legacy names such as Dolce & Gabbana, Tommy Hilfiger, DKNY and Gucci. Like last year, the event combined digital runways, panels with industry thought leaders and designers, and afterparties.

However, one of the main attractions occurred on the event’s last day, March 31, when a hybrid AR runway from Over was cast across the Piazza of Duomo di Milano — one of Milan’s most iconic locations.

Diego Di Tommaso, the co-founder and chief operating officer of Over, told Cointelegraph that core components of the fashion industry include projecting identities and creating narratives around brands.

Tommaso said the “impression, understanding and emotion” that consumers get from an item presented in AR vs. 2D is incomparable. According to the co-founder, AR catwalks, augmented shop windows and AR virtual try-on are only scratching the surface of what’s to come for the fashion industry. 

This AR runway featured large-scale virtual models who paraded across the plaza in cutting-edge digital designs from the participating brands, including Balmain x Space Runners and Pet Liger, part of the Gucci “VAULT” project. Even some notable Bored Ape Yacht Club personalities walked the runway. 

Bored in Piazza del Duomo, the heart of Milan (Italy)… 1st time ever I signed my APE for the opening of @OVRtheReality Metaverse Fashion week!How did I do @CryptoGarga @GordonGoner @BoredApeYC @apecoin ? pic.twitter.com/WU6ZPKNqO9

Over shared with Cointelegraph that guests called the event